Google AdWords Series: Ad Positions and Ad Copy Quality

Today in our fifth and final installment of our series about the most common Google AdWords mistakes and how to avoid and/or resolve them, we focus on a pair of issues that surprisingly get overlooked quite often: not testing optimal ad positions, and writing low-quality copy for your AdWords advertisements.

Let’s take a closer look.

The mistake: failing to test the optimal position for your advertisements

It might surprise you to learn that being in the top one or two spots in ad positions (as listed on search results pages) will not necessarily give you the best results.

If your main goal is to increase your brand image and reach, then being in the top couple spots to get the best visibility is absolutely a goal you should have. However, there are some cases in which it might actually help your business even more to rank in the third or fourth position.

The general principle here is that only people who truly care about finding the best possible result will click your ad and go to your site. After all, they will have to look over to the side of their screen, then go through several other results (if you rank in spots three to give).

If you do not test these ad positions appropriately, you can never be sure about whether you are actually in the position that works best for your business. Sometimes the first couple spots work great, but you might get a better return on your investment in positions three through five. You may be getting fewer clicks, but those clicks will be higher quality, meaning you are spending less for better leads.

We strongly recommend you raise or lower your cost per click bid every now and then, just to see what happens. Track your results whenever you do this. If you manage to get good results while paying a lower amount, then there’s really no need for you to worry more about how your ad ranks in the listings.

The mistake: not focusing on writing high-quality ad copy

Every digital marketer has heard the mantra “content is king.” Most of the time, this is referring to the kinds of long-form content we put on our websites or blogs, or the kinds of content we publish on social media. However, you need to be focused on creating outstanding copy for your AdWords ads as well. After all, your offer should be enticing enough to convince people to click and see what you have to offer.

Keep in mind that you have very limited space, so every word counts. You can use ad extensions to increase the amount of space you have to work with, but even then, there is a limited amount of space, and you have a very limited amount of time to connect with people who might be reading your content before they move on to something else.

You should start by having a compelling headline. This headline should be simple and clear, giving users a good idea of exactly what you can offer them.

For example: let’s say your business sells clothes, and you have a sale on jeans for $20 a pair. You could have a headline that looks something like this: “$20 for Jeans? Yes! | YourCompany.com.”

The headline highlights the deal you have going on, is extremely simple and clear, and instantly attracts the attention of the reader.

Then, in the content of the advertisement, don’t just repeat the offering. Instead, insert a call to action, something like “Take a look at which great styles you can get for this low price.” Again, it doesn’t have to be anything extremely creative—it should be brief, yet effective.

Have you ever seen any AdWords mistakes we have not covered in this series? Contact us and let us know, we’d be interested in hearing how you have overcome your business’s AdWords dilemmas!

Copyright 2017 Viral Solutions LLC

by Jordan Thomas | Chief of Doubling your Small Business

We help overwhelmed small business owners duplicate themselves – so business can be fun again.

At Viral Solutions we are committed to seeing your business succeed. It is our goal to grow your business with proven digital marketing strategies that will help leverage your business for the long haul, no matter the industry.

Stay Up To Speed in the Ever Changing World of Marketing! Sign-up today for FREE, monthly marketing tips, loopholes, and news to EXPLODE your Return on Investment!

Testimonials

WOW! Exceptional work by the team at Viral Solutions! Great, personal, and hands on assistance and overall business experience. Even a phenomenal job in training for our staff! Highly recommended for all businesses. If you want to start right, start Viral Solutions! Very personal, yet professional in how business is handled. Two thumbs up.

Paul Marcellino, CEO of DeadSeaMoringa.com

They are a responsive professional organization who produces results. I would recommend them to anyone looking to take their business to the next level.

Sam Gaylord, Attorney and Business Owner, GaylordPopp.com

It is a huge benefit to have Viral Solutions assisting us. They truly want to see their clients succeed. And they have a way of breaking things down for you to better understand how to do something, or the best way of going about a situation, and bring joy and jokes to brighten up your day. THANK YOU for your expert advice. We love and appreciate ALL that you do for us!!

Viral Solutions helped me put together the pieces and make my marketing strategy work consistently. They are an important part of my business team. They are technologically savvy and knowledgeable. With them, I can market better than the big boys.

John Thomazin, CEO of REDI Engineering

We have used so many ‘so called’ online social media experts and been terribly disappointed at every turn. THEN WE FOUND Viral Solutions and our world changed. This team systematizes everything you need to build your social media audience and drive traffic to your site. Not only that, their content creation team are second to none. From a standing start, we had them writing blog articles for us that required very little if no editing before releasing them to our site. I could not recommend Viral Solutions more strongly to anyone considering social engagement for their audience.

Sean McDonald, CEO of Mobit.com

Viral Solutions has increased my business by 500%! I’m not kidding. I have an NAEA Infusionsoft app that only had 23 clients signed up. After three months of Viral Solutions pushing leads, and their processes to my page, I now have 587 clients signed up! I can’t believe it! They are way better than any real estate lead generation system I have ever used.

Sharon Seybold Yeary, SharcomRealty.com

The team at Viral Solutions has done a fantastic job integrating our web site, users, referral partners, affiliate marketing programs and everything else we’ve asked them to do! They’ve done it with speed, accuracy and real understanding of what we are after.

Les Jenkins, Founder of AgentGoals.com and Former Director of Operations of Quizno's

Before Viral Solutions, my website and sales funnel were not working and not producing. THANKS to Viral Solutions, my members are now happy. The sales funnel is now working and producing sales. Big THANK YOU to Viral Solutions -- the professionalism, the integrity, and the attention to detail that they can bring to ANY business is hard to come by nowadays. I highly recommend them, and I am so thankful that I found them.